2026世代报告延续与分裂英文版

IPSOSGENERATIONS

REPORT2026

Continuityvsrupture

May2026

Introduction

Continuityandruptureare

pervasivethemesthroughoutthisyear’sIpsosGenerations

Report.

Drasticchangeisonthehorizon.Populationdeclineisnowa

mathematicalcertainty,with

impendingconsequencesfor

governments,societiesand

businesses.In19oftheworld's20largesteconomies,thenumberofchildrenawomanhasinher

lifetimeisnowbelowthelevel

neededtoreplacethepopulation–andit,ssettofallevenfurther.Howcanbusinessescontinuetogrowinaworldwithfewerand

fewerpeopletobuytheirproductsandservices?

Longstandingdemographic

changesandadevelopingtrendofeconomicstressesarealso

disruptingthetraditionallife

cycle.Enteranewsetofmodernmilestones,asyoungpeople

postponetraditional

independenceandolderpeopleenjoyalongerperiodofpost-

retirementlife,whilethemiddle-agedfindthemselvessqueezedonbothsides.Changinglife

stagesoffernewopportunitiesforbrandstoconnectwiththeir

consumers,aswellasnewchallenges.

Yetsomethingsremainthe

same.Theyoungestgenerationremaintheobjectofmedia

frenzy,withseeminglyendless

reportsandnewsheadlinesaboutGenZ,andincreasingly,Gen

Alpha.Andwhileagenerational

lensdoesremainaneffectivetooltounderstandhowandwhy

societiesandconsumerschange,itcontinuestobemisusedand

deployedinwayswellbeyondwhereitisappropriate.

Introduction

Misperceptionsandstereotypesarewidespread.Thereremains

thepersistingtemptationto

focusongenerationallabels,

whenweshouldactuallybe

lookingataparticularageband(suchastheunder25s),orindeedwhenweshouldbeconcentratingourattentiononlifestage(suchasnewparents).Bybreakingfreeandchallengingourselveswewillbeonthepathtoclearerand

moreeffectiveinsights.Whoisyourbrandreallytryingtoreach?

Inthiscontext,wereturnourgazetoMillennials,thosemuch-

malignedyoungpeopleofthe

2010s.Howdoesthemediafurorehold15yearson?WereMillennialstrulyexhibitingdreadfulnew

behavioursthatcoulddefine

themthroughouttheirlifeorhavetheyagedintotheirparentsas

they,vesettleddown,boughthomesandstartedfamilies?

OnethingtheMillennialswere

onceaccusedof,killing,wasthetraditional9-5.Theworkplace

servesasacriticallaboratoryfordebunkinggenerationalmyths.Byanalysingthemodernworkplace–arareenvironmentwhereallfour

generationsinteractdaily–weseeclearlythatmanyperceived,disruptions,arenotunique

generationaltraits,butratheruniversalcareerlifestage

effects.

Throughoutthisyear,sreport,wepulloutthoughtsonwhatthesethemesmeanforyour

organisation,whereandhowtoadaptapproaches,andseekouttheopportunitiesavailablefor

thosewhoactsmartest.Welookforwardtodiscussingthe

implicationsforyourbrand,businessororganisation.

4

CONTENTS

16

30

05

Formore

fromIpsoson

generations

72

50

THECONSUMER

EXTINCTION

Isyourbrandreadyforaworldwithfewerbuyers?

Generationsinterview

withDarrellBricker

GlobalServiceLineLeader,PublicAffairs,Ipsosand

co-authorofEmptyPlanet:TheShockofGlobalPopulationDecline

Q:Wehearalotabout

overpopulation.Wheredoes

thisideaofunderpopulation

comefrom?Essentially,it'sjustmaths:howmanypeopleare

beingbornandhowmanyare

dying.Ifyoulookatthosetwo

figures,youcanmakeafairly

accuratepredictionaboutthefuturepopulationsize.What

we'veseenisthatthenumberofpeopleenteringthepopulationhasbeeninrapiddecline.The

numberofpeopleleavingthepopulationhasincreasedmoreslowly,butthiswillaccelerate,socombiningthesetwofigures

indicatesnothingbutpopulationdecline.Theonlyvariableis

time:it'shappeningatdifferentratesindifferentpartsofthe

world,butthegeneraltrendisthesameeverywhere.

Q:Whatdoyouthinkarethebiggestreasonsleadingtoa

declineinfertilityrates?Therearesomanytheoriespeople

pointto,suchastechnologyanditsimpactondating,thecostofraisingchildren,decliningspermratesetc.Iwouldsaytherearethreethingsthatmatterthe

most.

Birthsminusdeaths-percountry

Source:UnitedNations,DepartmentofEconomicandSocialAffairs,PopulationDivision(2024).

WorldPopulationProspects:The2024Revision

,customdataacquiredviawebsite.

Thefirstisurbanisation.When

youmovefromthecountrysidetothecity,theeconomicfactorssurroundinghavingchildren

change.Onafarm,youneedlotsoffarmhands,whereasinacity,childrencan'tcontributetothefamily'sincome1.More

importantly,urbanisationis

changingthelivesofwomenintermsofaccesstoeducation

andjobsoutsidethefamilyunit.

Whenwomendelayhaving

children,theyeffectivelyreducetheirfertilitybecausetheyenduphavingfewerchildren.

Anotherhugeinfluenceis

capitalism.Workingforawageinvolvescompromisesintermsoffamilylifetoachieveasmuchaspossiblewithinthatsystem.

1.Seehow

urbanisationhastransformedMexico

Thethird,andprobablybiggest,factorisculture.We’revery

focusedonourresponsibilitytopreservetheplanetforthenextgeneration,butwhatwe'renot

excitedaboutiscreatingthe

nextgeneration.Infact,we’re

thefirstspeciesintheplanet's

historytodecidenottostrivetocreatethenextgeneration.Ifyoudon'tfeelit'syourresponsibility–ifyoudon'tbelieveindoingitforGod,yourfamilyorinheritance–andyoudon'tbelieveincreatingthenextgenerationinan

altruisticway,thenyoudowhat’srationalinstead.Youmakean

activedecisiontotrytoliveyourbestlifenow.

Q:Whatcangovernmentsdotochangethefertilityrate?

inonecentury.

Youcanspendalotofmoneyandresourcestryingtofixthis,butnogovernmenthasfiguredoutaconsistentsolutionovertimetoreverseit.Froman

income,work-lifebalance

perspective,noonehasdonemorethanNordiccountries,

suchasDenmark,NorwayandFinland.Yet,allofthemarestillbelowreplacementfertility.

Hungaryhasgonefurtherthanmostcountries–theyhave

nationalisedinvitrofertilisation(IVF)andofferedhugetax

incentives,andstilltheirfertilitycontinuestodecline.South

Koreahasseenaslightuptickthankstothesubstantial

incentivestheyprovidetothosehavingchildren,buteventhen,thefertilityratehasonlyrisena

fraction.We'vecreatedaculturethatisimpervioustogovernmentinducementsbecausewe

misidentifytheproblem.Asgoodliberalthinkers,wewanttoseethisasanissuethatcanbe

solvedbycreatingtheright

incentives,sothatpeoplewilldowhatisrationalandhavemorekids.However,thisisaddressingthewrongthing–thereal

problemiscultural.

Q:Whataboutatthetoppartofthepyramid?We’veseena

rapidexpansionintheoldestandmostdependentpartofthe

population,whichisalsothe

leastactive.Olderpeoplehavepensionsandhouses;they'renotatthestageinlifewherethey’rebuyingafirsthouseorcar.

Theyhaveeverythingtheyneed

already.Theymightspendmoreonhealthcareorlifestyle,

includingtravel,butthatdoesn'tstimulatetheeconomy.

Whereas,ifyou'reraisinga

family,you'redoingallthethingsthatconsumewhatthecapitalisteconomycreates.Theeconomyrequirestheconsumptionof

consumergoods.Theproblemintheeconomywe,regoingtofaceisnotproduction.Wecan

improveproductivity,butif

there,snoonetobuywhatyou,remaking,whocareshowmuch

productioncosts?

Q:Whatquestionsshouldwebeaskingourselves?Thebig

thingis:whathappenswhenpopulationgrowthisn'tdriving

economicgrowth?Where's

economicgrowthgoingtocomefrom?Whatdoyoudowhenyouhavearapidexpansioninthetoppartofthepyramidanda

contractioninthelowerpartofthepyramid?What'sitgoingtomeanfortheeconomy,global

security,publicinvestment,

familystructures,hospitalsetc.?

Wecanimprove

productivity,butifthere’snoonetobuywhatyou’remaking,whocareshow

muchproductioncosts?”

Worldpopulation:Preparingforafall

Source:UnitedNations,DESA,Populationdivision.WorldPopulationProspects2022.

/wpp/

*0.5overorundercurrentreplacementfertilityrateof2.1children.+0.5referencesiftherateis2.6children,while-0.5iftherateis1.6children

Let'sstoppretendingthatwe

canchangeallofthisandstartfocusingonwhatweneedtodotoadapttoit–that'swheretheconversationneedstogo.We,vebeenridingthisescalatorof

economicgrowththat,sbeen

createdasaresultofthehumanpopulationquadruplingsincetheendoftheSecondWorldWar.

Butifyoureducethenumberofconsumers,youstarttoridetheescalatorbackdown.

Q:What’stheimpactofAIonallofthis?AIreducesthecostofproductionbuthasnoeffectonconsumption.Robotsdon,tbuylunch,simple.Robotsdon'tbuyanewdresstogotoaparty.

Robotsdon'tbuybabycarriages.Robotsdon'tbuyanything.AImaymakeproductionalotmore

efficientandeasier,butitwillhavenoeffectonconsumption.

Theproblemiswe,redealingwithaculturethatdoesn,twantto

producepeople.There'snothingthatwehavecomeupwiththatwillfixthatnowunlesssomebodybringsintoplayanotherwayof

creatinghumanbeingsotherthanthewaythatwecreate

them.Thatwouldbethegamechanger.

Q:Howdobrandsand

businessesadapttothe

changingconsumer

demographic?Itstartswith

understandingpeople.Therearebasicallytwolargegroups.Thefirstisthedormanteconomy:

theolderpopulationthatmustbewokenupandre-engaged

somehow.

Thesecondgroupisthe

enduranceeconomy2:thosewhofindtheideaofbuyingahouse

andsavingforretirement,inthewaythatthepreviousgenerationwereableto,alostcause.So,

whatproductsandservicesareyougoingtocreate?Inthe

dormanteconomy,wherethe

moneyis,thechallengefor

brandsistofindawaytofreeupthatmoney.Thisgroupisactuallyfairlyrobustandinteresting*.Butthey'redormant.Iwouldargue

thatthereasonthey'redormantisbecausenobodytalkstothem,advertisestothemorthinks

aboutthem.

Intheenduranceeconomy,

peoplelacktheresourcestoparticipateinaneconomythattheyfeeltheyhaveearned,but

whichissimplyunavailableto

them.Thesetwosituationsarealmostcontradictoryand,

therefore,gettingthetonerightisgoingtobeincredibly

important.Thebiggestchallengeforbusinessesisacceptingthatgrowthduetopopulation

increasesandconsumptionhasstopped.So,whatareyougoingtodonowtogrow?

OHBOOMER

Whereartthou?

*Matureadultsdon’tallthinkandbehaveinthesameway.Readabouthow

Ipsos,

segmentationapproach

identifiesfour

groupswithspecificcharacteristicsandneeds.

2.Findoutwhyendurance,notprogress,nowdefines

Canada'seconomiclandscape

Q:Doyouthinkthereareany

positiveconsequencestothechangewe'regoingthrough?

Ithinkanythingrelatedtothe

environmentmustbebeneficial.Ifyouacceptthathumanactivityiscausingclimatechangeand

thatpopulationgrowthhas

depletedtheEarth'sresources,thenyouwouldprobablyagreethatreducingpopulationsizeisagoodthing.However,ourpollingsuggeststhatpeoplearefeelinglessurgencyaroundclimate

change.Individualsseeitas

moreofafutureproblem,whiletheyhaveotherissuestheyarestrugglingwithonadailybasis.

So,aproblemwemightrunintoisthat,whilefewerpeoplewill

meanlessofthatdestructive

behaviourthatisdamagingtheplanet,thesamedemographicchangesmayplacepressureonpeopleandsocietiesthatmeanspeoplearealsolessreadyto

investinthethingsthatwouldreduceclimatechange.

Thebiggestchallengeforbusinessesisaccepting

thatgrowthdueto

populationincreasesandconsumptionhasstopped.So,whatareyougoingtodonowtogrow?

Populationaged60yearsorolder%

Theworldisgettingolder

40

0

19801990200020102020203020402050

LATAM&

EuropeNorthAmericaCaribbeanAsia

OceaniaAfricaWorld

Source:UnitedNations,DepartmentofEconomicandSocialAffairs,PopulationDivision(2024).

WorldPopulationProspects:The2024Revision

,customdataacquiredviawebsite.

35

30

25

20

15

10

5

Thoughtstarters

01

Dodecliningpopulationsmeanyouneedtotiltyourstrategytowardsbuildingloyaltyand/ormaximisingshareofwallet?

Doesyourbrandhavepotentialtounlockspendinginthedormanteconomy?

02

Doesyourcurrenttoneofvoiceresonatewithpeople’sreallivesintoday’s

enduranceeconomy?

03

Fertilityrateshave

beenfallingacrosstheworldforfivedecades

Sources:UnitedNations,WorldPopulationProspects2024

/wpp/

;WorldBank

/indicator/SP.DYN.TFRT.IN

TotalFertilityRate

1975

2000

2020

2025

5-yeardecline

US

1.81

2.03

1.62

1.6

-1%

CHINA

3.57

1.63

1.24

1.02

-18%

GERMANYmm

1.48

1.38

1.53

1.35

-12%

JAPAN

1.92

1.35

1.3

1.15

-12%

INDIA

5.19

3.35

2.05

1.9

-7%

UNITEDKINGDOM

1.81

1.64

1.57

1.41

-10%

FRANCE

1.93

1.88

1.79

1.56

-13%

ITALY

2.18

1.25

1.24

1.13

-9%

CANADA(e)

1.8

1.51

1.41

1.25

-11%

BRAZIL

4.42

2.25

1.65

1.5

-9%

12

Whilethepatternis

global,thereare

importantcontextstoconsider

Sources:UnitedNations,WorldPopulationProspects2024

/wpp/

;WorldBank

/indicator/SP.DYN.TFRT.IN

China

India

US

Japan

Germany

UK

France

Italy

Canada

Nigeria

Brazil

MEDIANAGE

41

29

39

50

46

40

42

49

41

18

35

LIFEEXPECTANCY

79

73

80

85

82

82

84

84

83

55

76

PERCENTAGE65+

15%

8%

19%

30%

24%

20%

23%

26%

21%

3%

12%

PERCENTAGE15-24Y.O.

12%

17%

13%

10%

10%

12%

13%

10%

11%

21%

14%

TOTALFERTILITYRATE

1.03

1.93

1.62

1.23

1.46

1.53

1.64

1.22

1.33

4.2

1.59

PEAKFERTILITYYEAR

(1950toPresent)

1963

1964

1958

1950

1964

1964

1950

1964

1959

1978

1950

FIRSTYEARBELOWREPLACEMENTRATE

(TFR=2.1)

1991

2020

1972

1957

1970

1973

1975

1976

1972

N/A

2002

TIMEFROMPEAKTOBELOWREPLACEMENTRATE(inyears)

28

56

14

7

6

9

25

12

13

N/A

52

Just3in10people

saythey’dfeelsadiftheyneverhadachild,pointingtoculturalfactors

affectingtotal

fertilityrate(TFR)

Source:IpsosGlobalAdvisor.22,693adultsundertheageof75across30countries,interviewedbetween20Februaryand6March,2026.

Ownedmyownhome

(outrightorviamortgage/loan)

Hadastable,full-timejob

Movedintomyownhome

(rentedorowned)

Becometheparentofachild

Gotmarried/enteredacivilpartnership

Ownedapet

Foreachofthefollowing,pleaseindicatehowyouwouldfeelif,forwhateverreason,itdidnothappentoyouinyourlifetime?

40%

40%

37%

30%

28%

20%

%sad–Global[towhomithasn,thappenedyet]

Fertilityratein

top20economies,projectionsfor2026

Source:UnitedNations,DepartmentofEconomic

andSocialAffairs,PopulationDivision(2024).

World

PopulationProspects:The2024Revision

,customdataacquiredviawebsite.

2,27

2,08

1,93

1,85

1,64

1,64

1,62

1,62

1,59

1,53

1,46

1,45

1,44

1,33

1,31

1,24

1,23

1,22

1,03

0,76

Replacementrate(2.1)

MODERN

MILESTONES

Rewritingthe

consumerlifecycle

The20-somethings

Decadeslongdemographic

changes,alongwithhousing,

employmentandcost–of-livingpressures,havecreatedanewlifestageofbeinga,proto-adult,ora,20-something,,whereyoungpeoplearestuckinanextendedperiodbeforetraditional

adulthood.

Themeanageatfirstmarriageforbothmenandwomenin

OECDcountries

rosebysixyears

between1990and2021.

Acrossarangeofcountries

acrosstheworld,theageat

whichawomanhasherfirstchildhasrisensteadilysince1975.

Andsevenintenpeopleacross29countriesagreethateveniftoday,syoungpeopleworkhardandgetgoodjobs,theywill

have

ahardtimegettingtherightkind

ofhousing

.

"Delayedadulthood"stillcarriesaringoffailurebutthisis

increasinglythenormandwe

mustadapttothisnewreality.Thesemodernmilestonesaffecteverythingfromhowpeopleeat,travel,spend,andlive.

REACHTHISGROUPBY

offeringthemanon-traditionalpathtoindependence.

Averageageofmotheratfirstbirth

CANADA(e)

24.3

27.1

30.3

DENMARK

23.9

27.7

30.3

JAPAN

25.7

28.0

30.8

NETHERLANDS

25.2

28.6

30.4

SOUTHKOREA

N/A

27.7

33.1

SPAIN

25.1

29.1

31.5

UNITEDKINGDOM

(ENGLAND&WALES)

24.2

26.5

29.2

UNITEDSTATES

22.8

25.2

28.0

*Nearestavailableyears:UK:2022;Canada,NetherlandsandSpain:2023;Denmark,Japan,United

States:2024.Sources:UK:

OfficeforNationalStatisticslicensedundertheOpenGovernmentLicence

.Accessed31.03.2026;SouthKorea:KoreanStatisticalInformationService.2024,

MeanageofMotherby

BirthOrderforProvinces

.Accessed01.04.2026;Allothercountries:HumanFertilityDatabase.Max

PlanckInstituteforDemographicResearch(Germany)andViennaInstituteofDemography(Austria).

Availableat

.Accessed31.03.2026.

COUNTRY197520002025*

Brandsgettingitright

KiinLiving

offerfullyfurnishedroomswith

communityeventsandcoworkingspaces,

billsincludedandflexibleleases.Theserviceisspecificallyaimedatyoungadultswhowanttoleavethefamilyhomebutcan,tafforda

traditionalapartmentalone.

ItalianbankBNLprovidea’

YouthMortgage

,aimedatsupportingpeopleunder36withbuyingahouse.

Splitwise

allowshousemates,friendsandfamiliestotrackandsplitsharedexpenses.

Theomnigenarians

Attheotherendofthe

populationpyramid,peoplearelivinglonger,andthepost-

retirementlifestageisextending.

By2050,the

UnitedNations

predictsadoublingofthe

numberofpeopleaged60oroverto2.1billionpeople一afull26%oftheglobalpopulation.

Globallifeexpectancynow

standsat73.2years,havingrisenacrosseveryregionoftheworld,withpeoplelivinganextra27

yearstodayvsin1950.

AcrossOECDcountries,thisworksoutat

approximately20

yearsofpost

-

retirementlife

beforeendoflife(22.8yearsforwomen,18.6yearsformen).

Wecancollectivelyrefertothiscohortofseptuagenarians,

octogenarians,nonagenarians,andcentenariansasthe

Iomnigenarians/.

90

80

70

60

50

40

30

19501960

Africa

Asia

1990200020102020

NorthAmericaWorld

Oceania

Lifeexpectancy,from1950-2023

73.2

46.4

19701980

Europe

LATAM&theCaribbean

Source:

HumanMortalityDatabase(2025)

,

UN,WorldPopulationProspects

(2024)

一processedbyOurWorldinData

Post-retirementliving

By2050,the

UnitedNations

predictsadoublingofthe

numberofpeopleaged60oroverto2.1billionpeople一afull26%oftheglobalpopulation.

Butacross33countries,fourintenpeoplethinkbrands(43%)andadvertisers(41%)

value

peopleunder50morethan

peopleover50

.

Aswediscussedinour

2024

report

,olderadultsarenotonehomogenousgroup.Theyarealargegroupwhodonotallthink一orbehave一thesame.Thisgroupwillhavesignificantdifferences

basedonwhethertheyareactivevssedentary,digitalsavvyvs

non-adopters,financiallystrainedvssecure.

REACHTHISGROUPBY

providingthemwithfinancialsupportfortheirlong

retirement,wealthprotectioninsuranceschemes,packagingthatiseasiertoreadandto

open,andbymeetingtheirveryspecifichealth,diet,and

housingneeds.

By2050,theUnited

Nationspredictsa

doublingofthenumberofpeopleaged60oroverto2.1billionpeople.

26%

oftheglobalpopulation

Brandsgettingitright

Natura,sI

Chronos

,skincarelinesegments

theirproductsbymorepreciseagebands,

withthe60+and70+productsspecifically

formulatedwithbioactivestoaddressthe

biologicalrealitiesofpost-menopausalskin(likelossofvolumeandhydration)ratherthanjustpromisingto"erasewrinkles".

BrazilianbankItaúUnibancolaunchedan

initiativecalled“

ItaúViverMais

”(ItaúLive

More),specificallytargetingthe50+

demographic.Recognisingthatolderadultsmightstrugglewithcomplexbankingapps

butarehighlyactiveonmessagingapps,theylaunchedafreefinancialeducationprogramdeliveredentirelyviaWhatsApp.

I

NestléVital

,offersarangeofnutritional

drinksdesignedtohelpkeepolderpeoplehealthy.Thedrinkrangecontainsessentialnutrientstoenablepeopletostayphysicallyandmentallyfitastheyage.

Thesandwichedpeople

Inbetweenbothofthesegroupsaremiddle-agedpeople

sandwichedbetweencaringforyoung,teenage,oradultchildrenontheoneside,andageing

parentsontheother.Onefactorincreasingthesqueezeisthe

delayingofhavingchildren.Aspeoplehavetheirchildrenlaterinlife,theirchildrenarestill

young(andmoredependent)

exactlywhentheirownparentsreachanageatwhichtheybegintorequiremorecare.

Thisdouble-endedsqueezecarrieswithitbothemotionalandfinancialconsequences.

REACHTHISGROUPBY

reducingfrictionandincreasingconvenience.Makingproductsandservicesmoresimpleandmoreflexiblewillreduce

emotionalstress.Consideryourmessagingwhenmarketing

seniorproducts,asitmaybeadultchildrenwhoaremakingthepurchasedecisions.

IntheUK,elderlydependentsareexpectedtooutnumberchild

dependents

Employeeswithanelderlypersondependentonthem

Source:TheOfficeforNationalStatistics

Employeeswithachilddependentonthem

Brandsgettingitright

EasyJet,s

IGransgoFree

,campaignallowsgrandparentstotravelforfreeonfamilybookingswithatleastonechild.

Lottie,sI

Seniorcare

,providesbusinesseswithaneldercarebenefitsolution,supporting

employeeswithunderstanding,findingandfundingcarefortheirelderlylovedones.

Sibstar,sI

DementiaDebitCards

,allowsadults

withdementiatoretaintheirfinancial

independence,whilstalsoprotectingthem

fromtheriskofoverspendingorfallingvictimtoscams.

Imagecredit:EasyJet

Petowners

Petsareincreasinglyintegral

familymembers,with51%ofUSpetownersconsideringtheir

pets

justasmuchapartoftheir

familyashumanmembers

.

ThisIhumanisation,ofpetsis

visibleinthegrowthofserviceslike

petgrooming

aswellasa

shifttowardspremium,

human

-

gradepetfood

.

REACHTHISGROUPBY

findingwaystobringpetsintothefamily:sharingimportantmomentsandofferingoutletsforloveandcare.

Thepetmarketis

booming.Thereisastronghumanisationofpetdogs,whicharecalled

“perrijos",amixtureofthewordperro(dog)andhijo(son).Thisreflectsthe

importanceofpetswithinthefamilyasmembers."

FernandoAlvarezKuri

SeniorClusterDirector,IpsosinMexico

Brandsgettingitright

Woof&Brew,sI

BottomSniffer

,beerisadog-friendly,premiumtreatandawayofincludingpetsincelebrationsandspecialoccasions.

Fi,sI

Series3+

,smartdogcollarprovidesGPStracking,activity&sleepanalysis,escape

alerts,andeating&drinkingdetection,toallowownerstotracktheirdog,shealthandsafety.

Petmegastorechain

Cobasi

offersan

experientialin-storeexperience,featuringin-houseveterinaryclinics,groomingspas,andplayareas.

Imagecredit:Fi

Traditional

aspirations

Inspiteofdevelopmentof

modernmilestones,traditionalaspirationshaven,tgoneaway.SixintenGenZstillexpectonedaytoowntheirownhome,morethanoneintwoexpecttoget

married,andoneintwoexpecttobecomeaparent.

Foreachofthefollowing,pleaseindicateifyouexpectitwillhappentoyouduringyourlifetime?

%Certainorlikely一Global[towhomithasn,thappenedyet]

67%

Moveintomyownhome

(rentedorowned)

70%

Haveastable,fulltimejob

16%

Ownmyownhome(outrightorviaamortgage/loan)

20%

Getmarried/enteredacivilpartnership

52%

Ownapet

Becometheparentofachild

GenZMillennialsGenXBabyBoomer

Source:IpsosGlobalAdvisor.22,693adultsundertheageof75across30countries,interviewedbetween20Februaryand6March,2026.

21%13%

22%12%

40%30%

12%6%

48%

48%

34%

45%

30%

50%

62%

36%

55%

39%

37%

Thoughtstarters

01

Whatnicheshavechangingmilestonesandlifestagesopenedupthatyourbrandcouldfillfirst?

Whatkindsofsupportcanyourbrandprovideforthesandwichedcaringfortwogroupsofpeopleintheirlives?

02

Isyourbrandoverlyfocusedon‘GenZ’or

‘Millennials’ratherthanunderstandingthelifestagesofyourtargetaudience?

03

Themeanageat

whichbothmenandwomengetmarriedforthefirsttime

hasrisenacrossOECDcountries,

andisnow,on

average,sixyearshigherthanin1990

Source:OECDFamilyDatabase一IndicatorSF3.1一basedonnationalstatisticalofficesandEurostat

*Nearestavailableyears:ChileandIreland:2016;

Germany:2017;Estonia:2018;Austria:2019;France,Iceland,Japan,Norway,Poland,Sweden,Türkiye,andtheUK:2020.

Meanageatfirstmarriage,bygender,1990and2021(ornearestyear)

45

40

35

30

25

20

Iceland

Sweden

Spain

Norway

UnitedKingdom

Italy

Denmark

Luxembourg

Belgium

Finland

Portugal

Austria

Netherlands

Ireland

OECD-26Average

Slovenia

Germany

Korea

Greece

Switzerland

Czechia

Hungary

NewZealand

Japan

Australia

Canada

Lithuania

UnitedStates

Bulgaria

Romania

1990Male2021Maleo1990Female●2021Female

28

Housing

71%ofpeopleacross29

countriesagreethat“eveniftoday’syoungpeopleworkhardandgetgoodjobs,theywillhaveahardtimegettingtherightkindofhousing”

Source:

IpsosHousingMonitor2025

Base:21,278onlineadultsundertheageof75across29countries,interviewed22November一6December2024.

Howconcerned,ifatall,areyouaboutthefollowing..?%concerned

43%

41%

44%43%

27%

28%

Under3535-4950-74

Yourabilitytopaytherent/yourmortgage

repaymentsin12months’time?

Under3535-4950-74

Yourabilitytopaytherent/yourmortgage

repaymentsatthemoment?

WHATEVER

HAPPENEDTOMILLENNIALS?

Old,boringandignored

IntroducingtheMillennials

Inthewakeofthesuccessful

book

Generations:theHistoryof

America,sFuture,1584

-

2069

,

authorsStraussandHowe

neededtoupdatetheirstoryforthenextphase